Snickers, “The Game”
In this U.S. spot from the candy company, which aired during the 2010 Super Bowl, we’re shown an American football game among friends. Among the group of men playing, we see actress Betty White, slowly navigating the field and taking insults from the other players about the awful performance, though White is referred to as “Mike.” Mike’s girlfriend appears, encouraging White to “Eat a Snickers.” Upon doing so, White transforms into Mike, who announces that he’s feeling better. The tagline “You’re not you when you’re hungry” brings the whole story together.
Given the collective appreciation that society has for Betty White, it’s clever of Snickers to have cast the beloved actress in this commercial for the big game. She’s instantly recognisable in the ad, yet we don’t expect to see White on a muddy football field, being tackled by grown men. This contrast adds to the humour of the ad, which earned a strong 4.3-Star score. It’s an example of how the use of a well-known celebrity can drive laughs among viewers. The ad was successful enough that it kickstarted Snickers’ whole “You’re not you when you’re hungry” campaign.